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The start point for the best source of fleet information |
We start by asking how BYD fleet business will work in the UK? Will it be via a specific salesperson in the dealership, or will it be done centrally?
Yahsi says: "I think both ways because of the structure. We work on an international level with big corporate customers and lease companies on an international level. But as we all know, the real work happens at the local level. Dealers know the customers and can provide good service. Very close cooperation between BYD Europe, NSC (National Sales Company) and dealers is crucial in this.
"To give you an example: large international customers we will manage both European and local. Each country in Europe is unique, hence we are taking an overlapping approach where we try to integrate the strength of international and local marketing as much as possible. Quite simply, we will work with International key account managers, national key account managers and dealer account managers."
Yahsi tells us customer demand will dictate the fleet/retail mix for the Atto 3 in the UK. He says: "The Sixt deal we've signed is split around Europe. What we're aiming for, is that the rental car business has a limited volume which can be well managed by the dealer organisation. We do not want to negatively affect our residual value by putting in large volumes, but it is good to be able to offer a stable volume of used cars by our dealers."
The BYD message already seems to be getting through to fleet customers, as Yahsi tells us the company has already formed several partnerships and is in talks with several leasing companies based locally in the UK.
Moreover, the range of models will be significantly expanded with several models that fit well with the needs of the business market, for example, the smaller Dolphin hatchback. He says: "We have already established partnerships with large corporate customers and the final step will be the leasing offer."
Asked if there is any particular area of the fleet market BYD is keen on in the UK, Yahsi tells us they are interested in all areas. He says: "We are open to all opportunities.
"I think you must look for partnerships who can help you set your brand in the market, but also for SME. It is looking for the right partnerships, working on that, and producing healthy, sustainable growth in the market. A few months ago, I heard from some lease customers, they said are BYD going to market aggressively? That's not the way we want to work, no. In the UK it's all going to be conquest business, which is exciting."
When we spoke at the UK launch of the Atto 3, Yahsi thought it would be difficult to predict supply lead times for the UK. He says: "From my experience, we will have enough stock and the orders will build up rapidly. What I know now, is that we can deliver cars and close deals. At this moment, if there is a big order, we can deliver those cars within three months. Nothing is set, but it is easier for me and my team to work like that.
"2023 will be a year of sustainable growth - but also selling the cars we can sell. It will be a combination of that, but if the back orders build up, we shall have to think differently."
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Business Car Magazine © 2020 | Business Car is part of NS Media Group.
